Inspiring travel in Australia & New Zealand

Client | Abercrombie & Kent
Agency | Caramel Creative

Abercrombie & Kent has been pioneering experiential luxury travel for 60 years.
Shaping journeys defined by craftsmanship, cultural depth and immersion.

Across consultations with teams in the UK, US and Australian offices, it became clear that the brand’s next challenge was specific and timely: how to inspire a new wave of domestic Australian travellers at a moment when expectations for local travel had evolved.

We set out to create a cinematic film that would reconnect Australians with the extraordinary experiences in their own backyard - not just the landscapes, but the feeling of discovery that A&K is known for globally. This required a script that moved beyond destination-led messaging. It needed a unifying idea that captured the mindset of travellers who seek more: more meaning, more insight, more connection.

The final film elevated this concept through considered cinematography and a restrained, premium tone, aligning with A&K’s global brand while feeling distinctly Antipodean. Its reception exceeded expectations, and a 30" cinema cutdown was created to screen during the Melbourne International Film Festival, placing the work in front of an engaged and culturally attuned audience.

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